BRAND COMMUNICATION STRATEGIES
Course objectives
LEARNING OBJECTIVES - Provide students with knowledge about: the concept of brand, its evolution and communication strategies; the advertising system and its players; approaches to studying brands, their functions for consumers, producers, and distributors, and their main dimensions (awareness, identity, image, reputation, personality, equity, etc.); the concepts and guidelines (integration, narrative, experience, and relationship) underlying contemporary integrated brand communication; the evolution of the role, characteristics, and functions of advertising and integrated brand communication. Additionally, students will acquire knowledge about: the development phases of an integrated communication campaign (situational analysis, development of a creative brief, design of a media plan, creative development, monitoring, and evaluation); aesthetic and content trends related to the most recent advertising and integrated brand communication; advantages, disadvantages, and functions of the media that can be used in a communication campaign. - Provide students with the opportunity to develop research skills for information and case studies to supplement the knowledge acquired during the course. - Provide students with competencies related to: critical analysis of communication campaigns; recognition of the elements of a copy strategy; reading a marketing brief; interpreting audience data for the main communication media; application of the main media planning indicators; designing an integrated (brand) communication plan; designing a media plan. - Strengthen students' capabilities in independent study, group work, and communication (oral and written) of acquired knowledge and any developed projects. LEARNING OUTCOMES Upon completion of the course, students will have acquired the following competencies: Knowledge and Understanding Mastery of the main theoretical models related to brand communication Understanding of individualization dynamics and belonging in the context of contemporary consumption Knowledge of various brand management strategies and their historical evolution Applied Competencies Ability to critically analyze case studies in brand communication Skills in designing brand positioning and brand identity strategies Competencies in brand storytelling and content creation Transversal Competencies Capacity for interdisciplinary interpretation of advertising communication phenomena Critical thinking in analyzing relationships between brands and socio-cultural changes Problem-solving abilities applied to contemporary brand strategy challenges Learning Results Upon completion of the course, students will be able to: - Analyze brand positioning in relation to cultural context and target audience - Develop brand communication strategies consistent with the identity dynamics of contemporary consumers - Design and implement effective brand storytelling plans across various channels and touchpoints - Critically evaluate the social and cultural impact of brand communication strategies - Integrate theoretical knowledge related to individualization and social belonging into strategic brand planning
Channel 1
FRANCESCO D'AMATO
Lecturers' profile
Program - Frequency - Exams
Course program
The course is articulated in four phases:
1) concepts, theories, models and scenarios of advertising, integrated and brand communication (hierchies of effects, duals models, unique selling proposition, brand communication, emotional branding, experential branding, archetypal branding, sense branding, content marketing)
2) methods and tools for strategic planning and campaign design (analisi situazionale, definizione target e obiettivi, TTL, transmedia storytelling, content and media planning, influencer and viral marketing)
3) techniques and applications of creativity in advertising and brand communication communicative techniques (eg. rhetoric, guerrilla, gamification)
4) Contemporary to phase two and three, students will be invited to apply the skills acquired to specific proposals presented by classroom briefings held by associations and companies in order to design strategies and contents for integrated communication campaigns
Prerequisites
As this is an advanced course, basic knowledge of communication theories and marketing is recommended
In order to successfully attend classes and understand the syllabus students should have basic knowledge about the following topics:
The definition of advertising
The relationship between marketing and advertising
The theories of mass communication
Students who do not have any basic knowledge about advertising are advised to study the book: M. Vecchia, Hapù, Lupetti, Milano, 2003
However, in the first two weeks of the course, basic concepts necessary for a successful understanding of the teaching are summarized.
Books
For attending students (besides presentation and discussion of the project):
1. D’Amato F., Panarese P., “Pubblicità e comunicazione integrata. Modelli, processi e contenuti”, Carocci, Roma, 2016 (esclusi i primi due capitoli)
2. Gabrielli, “Brand communication”, Il Mulino, Bologna, 2014 (solo capitoli 1, 2 e 6)
3. Panarese, De Luca, “La pubblicità nell’era digitale”, Caorcci, Roma
For non attending students:
1. D’Amato F., Panarese P., “Pubblicità e comunicazione integrata. Modelli, processi e contenuti”, Carocci, Roma, 2016.
2. Gabrielli, “Brand communication”, Il Mulino, Bologna, 2014
3. Panarese, De Luca, “La pubblicità nell’era digitale”, Carocci, Roma
4. S. Errante , A. Mancinelli, Dal brief di agenzia al piano mezzi. Scrivere i documenti della strategia di comunicazione, Franco Angeli, Milano, 2012.
Teaching mode
Teaching will be mainly articulated by lectures in the classroom (concerning both theoretical and methodological notions, and case analysis), supplemented by audiovisual material. In the second half of the course a part of the lessons will be dedicated to the constant revision of the projects developed by the students, to verify the ability to apply the planning methods and the communicative techniques learned
A portion of the course, amounting to a maximum of 20 hours, will be held remotely and will be partially shared with one or more of the same teaching channels. In particular, presentations of project work briefs will be held online, as well as possible classroom intervention by professionals and some lectures dedicated to topics common to the various teaching channels.
Frequency
Attendance is not mandatory, but strongly recommended for those who intend to take the exam.
The exam programs are differentiated for ATTENDING and NOT-ATTENDING students: only the former will carry out the project work consisting in the elaboration of an integrated communication plan, starting from a brief presented in the classroom by organizations in collaboration with the course.
To take the exam as attending students, it is necessary not to exceed 16 hours of absence. The frequency will be verified through the signature sheet
Exam mode
For attending students - the following elements contribute to the formulation of the judgment:
1) active participation in classroom lessons;
2) knowledge of the course topics, assessed through multiple choice quizzes and elaboration of the final project work;
3) the ability to apply the methods of strategic planning and creativity, assessed through the elaboration of the final project work
4) the skills of communication and critical argumentation, evaluated through the oral discussion of the final project work.
The final vote in thirtieths results from the sum of the scores obtained from both the multiple choice quiz on the exam texts and the discussion of the final project work. The score given by the multiple choice quizzes is worth up to a maximum of 11 points, while the project work is evaluated within a maximum of 20 points. The evaluation of the project work takes into account the following aspects:
1) completeness and correctness of the preliminary analysis work;
2) correctness of the planning procedure and the argumentative logic of each phase, based on what was done in the previous precedents;
3) effectiveness and creativity of the planned communication contents
4) quality of the oral presentation and discussion
For non-attending students - the final evaluation is based entirely on the oral exam, which presents an additional text instead of the project work. In the oral examination are evaluated:
• knowledge of methods of analysis preliminary to strategic planning;
• knowledge of the planning process
• ability to analyze and evaluate the effectiveness of creative content
• exposure quality
Lesson mode
Teaching will be mainly articulated by lectures in the classroom (concerning both theoretical and methodological notions, and case analysis), supplemented by audiovisual material. In the second half of the course a part of the lessons will be dedicated to the constant revision of the projects developed by the students, to verify the ability to apply the planning methods and the communicative techniques learned
A portion of the course, amounting to a maximum of 20 hours, will be held remotely and will be partially shared with one or more of the same teaching channels. In particular, presentations of project work briefs will be held online, as well as possible classroom intervention by professionals and some lectures dedicated to topics common to the various teaching channels.
Channel 2
PAOLA PANARESE
Lecturers' profile
Program - Frequency - Exams
Course program
The course delves into the definition of advertising, branding, and integrated communication, and examines their interconnections in an era characterized by the evolution and proliferation of traditional marketing communication methods.
After tracing the evolution of promotional communication over recent decades, the course explores the latest models, languages, and techniques, with particular emphasis on digital promotional strategies.
Furthermore, it outlines the steps involved in crafting an integrated communication plan, offering guidance on creating one based on a marketing brief.
The course is structured into two main sections. The first part provides an overview of the discipline, including theories and reference models. The second part focuses on the developmental stages of an integrated brand communication campaign.
Various teaching methodologies are employed, including lectures, case study analyses, insights from industry professionals, and both individual and group exercises.
Prerequisites
The course requires initial preparation, as it is based on some basic knowledge about communication, advertising, and marketing.
In order to successfully attend classes and understand the syllabus students should have basic knowledge about the following topics:
The definition of advertising
The definition of marketing
The relationship between marketing and advertising
Characteristics, theories and models of traditional promotional communication
However, in the first two weeks of the course, basic concepts necessary for a successful understanding of the teaching are summarized.
Books
For non-attending students, the exam texts are three:
1. F. D'Amato, P. Panarese, Pubblicità e comunicazione integrata. Modelli, processi e contenuti, Carocci, Roma, 2016.
2. V. Gabrielli, Brand communication, Il Mulino, Bologna, 2014.
3. P. Panarese, C. De Luca, La pubblicità nell’era digitale. Modelli e processi, Carocci, Roma, in uscita a ottobre 2024.
Attending students have to develop an integrated communication plan and to study the following two texts:
1. F. D'Amato, P. Panarese, Pubblicità e comunicazione integrata. Modelli, processi e contenuti, Carocci, Roma, 2016.
2. P. Panarese, C. De Luca, La pubblicità nell’era digitale. Modelli e processi, Carocci, Roma, in uscita a ottobre 2024.
and course slides posted on the Google classroom
Frequency
Attendance at in-person lectures is not compulsory, but suggested.
Exam mode
The assessment comprises an oral examination, along with three in-class exercises (two individual and one group) and a project for students who attend regularly.
The oral examination evaluates comprehension of various aspects including the socio-economic landscape, the evolution and characteristics of brand communication, theoretical frameworks, conceptual guidelines, aesthetic and content trends, as well as proficiency in interpreting a marketing brief and critically analyzing communication campaigns and audience data from major media outlets.
Classroom exercises aim to test skills in identifying components of a copy strategy, understanding the relationship between strategy and creativity, and applying key media planning metrics.
The project, exclusively undertaken by regular attendees and evaluated through a classroom presentation at the course's conclusion, assesses the ability to devise a communication strategy and media plan, conduct research, work autonomously, and apply theoretical concepts to practical group communication tasks.
For regular attendees, the examination score is calculated based on both the average examination score and the project assessment, graded on a scale from 0 to 30.
The final evaluation is structured as follows:
Grade: 29-30 - Description: Learning objectives achieved to an exceptional standard. Demonstrates outstanding knowledge, expressive ability, confidence in presentation, critical analysis skills, and adeptness in connecting topics and providing independent examples.
Grade: 27-28 - Description: Learning objectives met at a very high level. Exhibits strong knowledge, expressive ability, presentation confidence, and critical analytical skills.
Grade: 22-26 - Description: Learning objectives achieved at an adequate level. Demonstrates satisfactory knowledge, expression, and presentation confidence.
Grade: 18-21 - Description: Learning objectives met at a basic level. Displays sufficient thematic, analytical, and communicative skills.
Grade: <18 - Description: Learning objectives not met satisfactorily. Demonstrates insufficient thematic, analytical, and communicative proficiency.
Lesson mode
To equip students with a comprehensive understanding of the socio-economic landscape, the evolving role, characteristics, functions, theories, models, concepts, guidelines, aesthetic and content trends, key stakeholders in the industry, the nexus between marketing and communication, and the developmental phases of an integrated communication campaign, face-to-face lectures will be conducted. These sessions will utilize slides featuring images and videos showcasing communication examples to augment and illustrate the theoretical discourse.
Industry-specific lectures and discussions on the developmental stages of advertising campaigns will host advertising professionals, such as creatives, account managers, media planners, and digital experts. They will draw upon their professional experiences to present real-world case studies.
The presentation of case studies aims to cultivate students' critical analysis skills in evaluating communication campaigns, interpreting audience data from major media outlets, and understanding marketing briefs. Additionally, three exercises are scheduled to enhance students' abilities in identifying components of a copy strategy, engaging in creative brainstorming, and utilizing key media planning metrics.
Furthermore, a project assignment is designed to afford students the opportunity to develop proficiency in crafting a communication strategy and media plan, conducting research, engaging in self-directed study, and applying theoretical concepts in practical group settings. This project entails devising an integrated communication plan centered on a topic of students' choice, drawing inspiration from suggestions provided by the lecturer.
Channel 3
GERALDINA ROBERTI
Lecturers' profile
Program - Frequency - Exams
Course program
Lessons are devoted to defining the concepts of branding, brand advertising and integrated communication, as well as their relationships, in an era marked by the evolution and apparent multiplication of traditional forms of marketing communication. After describing the reasons why traditional advertising seems to be partially in crisis and after analysing the socio-economic context of the last forty years, the most recent models od brand communication, languages and techniques are explored. In addition, the stages of developing a brand integrated communication plan are described and guidance on how to design one is given.
The course is divided into two parts. The first part concerns the introduction to brand communication and advertising, theories and models. The second part covers the development of an integrated brand communication campaign.
The teaching methods are frontal lessons, analysis of case studies, lectures of advertising professionals and individual and group exercises.
Prerequisites
The course requires initial preparation, as it is based on some basic knowledge about communication, advertising, and marketing.
In order to successfully attend classes and understand the syllabus students should have basic knowledge about the following topics:
The definition of advertising
Brand concept
The definition of marketing
The relationship between marketing and advertising
The characteristics of traditional advertising
Advertising theories and models
The history of modern advertising and its main protagonists
The main players of the traditional advertising system
Students who do not have any basic knowledge about advertising are advised to study the book: M. Vecchia, Hapù, Lupetti, Milano, 2003
However, in the first two weeks of the course, basic concepts necessary for a successful understanding of the teaching are summarized.
Books
Attending students have to develop an integrated communication plan and to study the following texts (under review):
1. F. D'Amato, P. Panarese, Pubblicità e comunicazione integrata. Modelli, processi e contenuti, Carocci, Roma, 2016.
2. R. Metastasio, A. Biraglia , Il brand. Fisionomia, posizionamento, e strategie di marketing, Franco Angeli, 2021
Slides published by the professor on Google Classroom are considered an integral part of the examination programme.
For non-attending students, the exam texts are three:
1. F. D'Amato, P. Panarese, Pubblicità e comunicazione integrata. Modelli, processi e contenuti, Carocci, Roma, 2016.
2. R. Metastasio, A. Biraglia , Il brand. Fisionomia, posizionamento, e strategie di marketing, Franco Angeli, 2021.
3. V. Gabrielli, Brand communication, Il Mulino, Bologna, 2014.
Slides published by the professor on Google Classroom are considered an integral part of the examination programme.
Frequency
Attendance is not mandatory, but strongly recommended, given the learning objectives and the focus of the course.
Exam mode
The assessment includes:
- an oral exam, plus classroom exercises and the development of a project work, for students attending the course.
The oral exam assesses knowledge relating to the socio-economic scenario, the evolution of the role, characteristics, functions, theories, models, concepts, guidelines, aesthetic and content trends of the new advertising and brand communication, the main operators in the sector, the relationship between marketing and communication and the development phases of an integrated communication campaign, and skills relating to the critical analysis of a communication campaign, the reading of data on the audience of the main media, and the reading of a marketing brief.
The classroom exercises aim to test skills in recognising the elements of a copy strategy, the relationship between strategy and creativity, the application of the main media planning indicators and the brand experience.
The project work, developed by attending students only, has the function of assessing the ability to design a communication strategy and a media plan, to research information, to study autonomously and to apply theoretical concepts in a practical work.
The examination grade for attending students is awarded in thirtieths, taking into account the examination grade, the evaluation of classroom exercises and the project work.
The final assessment is structured as follows
Grade: 29-30 - Descriptive parameters: The educational objectives have been achieved to an excellent level. In particular, the student demonstrates excellent knowledge, ability to express himself/herself, confidence in presentation, ability to evaluate critically and analytically, ability to link topics and to develop autonomous examples.
Grade: 27-28 - Descriptive parameters: The educational objectives have been achieved at a very good level. In particular, the student demonstrates very good knowledge, ability of expression, expositive confidence, ability of critical and analytical evaluation.
Grade: 22-26 - Descriptive parameters: The educational objectives have been achieved at a fair level. In particular, the student has more than sufficient knowledge, expressive skills, expository confidence.
Grade: 18-21 - Descriptive parameters: The learning objectives have been achieved to a sufficient level. In particular, the student demonstrates sufficient thematic, analytical and communicative knowledge and skills.
Grade: <18 - Descriptive parameters: The learning outcomes have not been achieved at a sufficient level. In particular, the student demonstrates insufficient thematic, analytical and communicative knowledge and skills.
Lesson mode
The course will be a mix of lectures, case study presentations and company testimonials.
- Lesson code10620878
- Academic year2025/2026
- CourseOrganization and Marketing for Corporate Communication
- CurriculumCurriculum unico
- Year1st year
- Semester2nd semester
- SSDSPS/08
- CFU9
- Subject areaDiscipline sociali, informatiche e dei linguaggi